This article is devoted to the linguo-pragmatic analysis of the ideological and persuasive functions of evaluative vocabulary in modern Arabic political discourse. The study examines the role of positive and negative evaluative units in political speeches and texts in shaping public opinion, legitimizing political positions, constructing the “us ¬- them” opposition, and discrediting opponents. It also demonstrates that the persuasive potential of evaluative vocabulary significantly increases when it is used in combination with rhetorical devices such as repetition, pronouns, metaphor, and intertextual elements. The research is based on a linguo-pragmatic approach and was carried out using descriptive, discourse-analytical, and componential methods of analysis.

evaluative vocabulary, political discourse, Arabic language, linguo -pragmatics, ideology, persuasion, discourse analysis.

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